Atlantic Lottery Goes Omni-Channel with New Games

The Atlantic Lottery has taken a major step in making their products more accessible to Canadians. The lottery approached Scientific Games to provide a customized “omni-channel” solution which would make their games available across all forms of media and device types.

The latest generation gaming system is now live and offers mobile and internet gaming sales for the New Brunswick, Nova Scotia, Newfoundland and Labrador, and Prince Edward Island provinces.

Scientific Games developed a consolidated system that focuses on draw games, digital instant games, iBingo and sports wagers. It also features the company’s cross-platform Player Account Management system. This secure management system allows Atlantic Lottery players to purchase a range of lottery products using a single wallet.

This new endeavour is the latest joint project between these two companies, but the Atlantic Lottery has actually been working with Scientific Games on product development and gaming technology since the 90s. Since then, Scientific Games has grown from strength to strength. The company today works with most of North America’s lottery holders and has operations on six continents, providing lotteries around the world with games, support, platforms and retail solutions.

In an official press release, Brent Scrimshaw, President and CEO of Atlantic Lottery, said, “Atlantic Lottery is committed to reinvention and renewal through fresh, new and enhanced products and services that are now enabled by this advanced systems technology from Scientific Games. We look forward to providing innovative entertainment experiences, to expanding the space in which we operate, and ultimately to beginning our next phase of responsible growth.”

The central components, in terms of the technology under the hood, are Scientific Games’ AEGIS® gaming system and the Sciplay™ iLottery platform. The two products combined allow for the seamless integration of The Atlantic Lottery’s content with that of Scientific Games.

This integration is the first step in a 5-year contract that was signed between the two companies. Scientific Games currently has a dedicated team based at the Atlantic Lottery’s headquarters in Moncton, New Brunswick so the two companies will be able to work closely on upcoming projects. Apart from systems technology, Scientific Games will also be helping the lottery with strategic marketing and game innovation across specifically suited to their  consumer network.

“We are excited to launch our latest, most advanced omni-channel lottery platform to meet the Atlantic Lottery’s vision of a unified experience for their players. The new digital instant and draw games have been well-received by Atlantic Lottery players, and have already created a significant lift in sales,” said Pat McHugh, Senior Vice President, Global Gaming Systems.

“Players across four Canadian provinces can now seamlessly access an exciting array of lottery products, promotions and services, whether they are playing games purchased at retail, or via mobile or internet. We applaud the Atlantic Lottery for their strategic vision supporting their players and beneficiaries.”

New Games from the Atlantic Lottery

It’s great to see that the merger also brought about the development of a few new games to try out. The new games are a part of the company’s efforts to enrich their instant game offering and include a number of electronic scratch games specifically suited to mobile and web app play. A new draw game called Daily Grand was also introduced to the platform. Besides the new games, the lottery decided to bring back their second-chance ticket entry program.

The new system will definitely be welcomed by avid lottery fans, especially because of the single wallet feature. We’ll be watching closely to see how the platform performs, both in terms of how smooth it is, and whether it makes the experience more enjoyable for players.

Leave a Comment